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Belarus’ Milavitsa lingerie brand to expand into UK, Greece

MINSK, 16 April (BelTA) – Milavitsa, a Belarusian lingerie maker has plans to launch its brand in the UK and Greece; the company is also eyeing the African market, Milavitsa Director General Mikhail Yushchenko told reporters, BelTA has learned.

The company sells its products through a network of 642 stores in 25 countries of the world, including the European Union. In 2017-2018 the company opened another ten retail outlets, including in Italy, Romania, the Republic of Korea and Cyprus. The first batch of products was shipped to New Zealand. 

“We are set to increase the number of stores up to 700 and even more in 2019. Now we are working on our own online marketplace,” Mikhail Yushchenko said.

All in all, the company produced 8 million items in 2018, which is slightly lower than in the previous year. The export grew by 7%, with domestic sales remaining the same. About 61% of the output is shipped to Russia, 21% is sold in Belarus, 5.5% is exported to Ukraine and Kazakhstan each, and 3.9% is sold in Moldova.

The director general noted that before the company enters new markets, it carefully studies preferences and body types of local women. Classical lingerie is most popular accounting for more than 60% of sales. European women prefer soft, quiet colors. Women from Russia, Kazakhstan and Belarus go for rich and intense colors.

Mikhail Yushchenko informed that the company will launch a new collection of lingerie and swimwear on 18 April. This collection is notable for its exceptional quality, as designers used high-quality materials and innovative solutions. The lineup of cotton underwear was also expanded.

Milavitsa is one of the CIS biggest producers and distributors of women’s underwear.

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